Rebranding with Purpose: The Story Behind Element’s New Identity

For Ilda Dinis, SVP, Chief CX, Communications, and Marketing Officer, Element’s rebrand was about evolution, alignment, and purpose. The updated brand represents a global collaboration to ensure Element not only stands out visually in a crowded B2B space but also communicates our role as a trusted partner, embodying our purpose to Move the world through intelligent mobility. 

To get a peek behind the curtain, we sat down with Ilda to discuss the inspiration and the process behind Element’s renewed brand identity. 

Q: What sparked the rebrand? 

ID: This wasn’t just about a prettier logo. It was about catching up to the company we’ve evolved into and aspire to be in the future. With our new purpose, our new values, and our strategy, it became clear that our brand no longer reflected that. I feel super lucky to have joined Element at this moment in its evolution, and to work with the incredible team to bring our new brand to life. 

Q: How does the refreshed brand make it easier for customers to connect with Element? 

ID: Because people are primarily visual, we remember what we see more than what we hear or read. In B2B, that can be a problem, because so many brands look interchangeable, like grey suits in a crowded room. We wanted Element to stand out. 

We’ve also shifted to a ‘branded house’ approach. That means our company identity always starts with Element, so busy decision-makers don’t need to waste time figuring out a complex brand ecosystem to know if a solution is ours or not. That clarity builds trust. And in a world where decision-makers are stretched thin, removing any kind of friction is always a good idea. 

Q: How did you balance introducing the new and modern with preserving what clients already trusted? 

ID: We were intentional about what not to change. The name Element already carries weight — it’s trusted, respected, and recognized in our industry. So, instead of reinventing the name, we evolved how it shows up. 

Our new logo is a representation of our tagline, “Intelligence in motion.” The moment that phrase surfaced, everything else faded. It was like puzzle pieces clicking together. It captures our purpose in a way that feels bold, simple, and energizing at the same time. 

Q: What does “Intelligence in motion” mean for clients and partners? 

ID: It means we take the vast data, best practices, and expertise we’ve gathered from managing thousands of fleets globally, and we turn that into tailored insights for each client. “Intelligence in motion” reflects our ability to do this at scale, leveraging data and expertise while addressing the unique challenges and opportunities of every client’s fleet. It’s how we help clients simplify complexity and accelerate results. 

Q: What was the inspiration behind the new logo? 

ID: The new logo is all about relationships and momentum. The two electrons in constant motion form a perfect circle, symbolizing progress and collaboration, while reinforcing Element’s role as a core enabler of intelligent mobility.  

It’s clean, modern, and sharper than our old hexagons, which had done their job but no longer told the story we needed. This isn’t about erasing our history. It’s about showing how we’ve evolved with pride. 

Q: From your perspective, what was the most exciting discovery during the process? 

ID: Hands down, the energy from our people. Rebrands can sometimes feel like a “marketing project,” but this one certainly didn't. The enthusiasm and response from teams across the company has been incredible. 

And I have to say — I’m so grateful. Our new brand isn’t just a logo or tagline. It’s the result of collaboration, creativity, and heart from across Element.  

Moving forward with purpose 

Element’s refreshed brand is more than a new look, it’s a statement of intent. By embracing “Intelligence in motion,” we reaffirm our role as a leader in fleet management while doubling down on our promise to help clients move forward with clarity, confidence, and purpose.